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Abc (your name here)
ABC (supervisor’s name here)


Please provide an abstract here

Keywords: not more than six keywords


The banking industry has become increasingly integrated in recent years. In this modern customer-based epoch, customer value on service quality becomes a strategic tactic in attracting and retaining customers. In this sense, CIMB Bank as the Malaysia’s second largest financial services provider and fifth largest in Southeast Asia by total assets should pay high attention and effort in service delivery standards because in banking industry, service quality has become an essential and important part of success due to increased customer expectations and customization of services in many markets.

Although CIMB Bank has been awarded for being innovative, some complaints related to its service quality have emerged in various branches. To stay competitive in this environment, banking organizations must improve and develop new financial systems that can contribute towards overall satisfaction of customers. Banking organizations also need to improve its service quality in management of staff in order to increase customer satisfaction. In this competitive environment arising from financial globalization and liberalization service quality assumes great significance. If the services provided match or exceed the customers’ perceived value and expectations of service quality, then the customers who expect superior and innovative service from the banking organization will be satisfied. In this sense, CIMB Bank is no exception and must improve its service quality.

The study used five SERVQUAL dimensions which are tangible, reliability, responsiveness, assurance and empathy to measure the expectation of service and perceived service in CIMB Bank Batu Pahat in order to better measure the service quality level by comparing the difference...
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